Google’s AdX unit has begun striking deals with media agencies

October 22, 2025 Presented by Brands and media agencies rely on Google's Ad Exchange (AdX) unit to buy programmatic ads from a wide range of publishers. But they've never had much luck negotiating the rates on that ad inventory. That all began to change in January after the exchange started offering agencies post-auction discount deals. Advertisement TOP STORY The Programmatic Marketer Google's AdX unit has begun striking deals with media agencies The exchange has been offering media agencies post-auction discount deals since the spring — some agencies say it’s the first time. OTHER THINGS TO KNOW Join us December 1-3 in New Orleans for the Digiday Programmatic Marketing Summit, where attendees will hear from leaders at Epsilon, Mindgruve, OMD and more. Secure your seat while passes remain. Targeting recent homebuyers or renters — who are establishing new shopping habits and often making multiple new purchases — helps advertisers reach new customers and create lasting relationships. Partner insights from Realtor.com. The modern marketing environment calls for quick thinking and data-driven decisions, so agencies need plans rooted in outcomes, not impressions. Partner insights from Keen Decision Systems. MARKETING Generative AI The Rundown: OpenAI's ChatGPT Atlas browser aims to turn the internet into a conversation What marketers need to know about what to expect when the internet becomes chat. A MESSAGE FROM DISNEY CAMPAIGN MANAGER Where TV advertising meets precision and performance This Huluween, do not let your media buy become the real horror story. Disney Campaign Manager makes it simple to reach the right audiences with precision and connect with fandoms where they are already watching on Disney+, ESPN and Hulu streaming platforms. Your clients want reach with impact, not wasted spend on random placements. With one smart platform, you can set up, launch, measure and optimize so every campaign delivers results your clients can see. Learn more Marketing on Platforms TikTok ad execs are finally talking — just enough to keep Q4 intact While the U.S. waits for China to sign off on its proposed TikTok deal, platform execs have reassured marketers no changers are coming in Q4. MEDIA & PLATFORMS Member exclusive Future of TV Briefing: YouTube's dynamic brand insertions could unlock the upfront market for creators This week's Future of TV Briefing looks at how YouTube's plan to enable creators to swap out sponsored segments normally baked into their videos may be the most disruptive development in the creator economy in 2026. PARTNER INSIGHTS FROM TEENVOICE Why brands are emphasizing authenticity to win teen shoppers Gen Z takes a thoughtful approach to shopping, despite their reputation for short attention spans. That's why marketers are emphasizing authenticity, transparency and value to win their interest. Advertisement Evolving Agencies Indie agencies focus on optimizing media and creative using AI to pick up more clients Media agencies have sped up their AI abilities to apply marketing mix modeling to media campaigns. And it's spilling over to creative too. Retail Revolution 'We were getting crushed': Brands cut back on free online returns to offset tariff costs Some brands are even eliminating the perk altogether as they try to mitigate the steep costs of the Trump tariffs. PARTNER INSIGHTS FROM PUBMATIC What it means for the open internet as generative AI platforms look to monetize Generative AI platforms are at different stages of monetization sophistication, but every platform is converging toward hybrid models — combining subscriptions with advertising. ICYMI Google on Trial Tea in the courtroom: the gossipier side of the remedies trial over Google's ad tech monopoly Here's a rundown of the gossipy sub plots and quiet power plays that emerged from the courtroom. PARTNER INSIGHTS FROM TINUITI How marketers are learning to accept that waste happens and turn it into growth A lot of marketing waste is a result of playing it safe and repeating what worked last quarter without questioning whether it's still earning its keep. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy